Dove Men+Care Reworks 'If' For Home Nations #ScrumTogether

Dove Men+Care activates its home nations rugby union rights through the autumn internationals series with a campaign called #ScrumTogether which is led an emotive spot – fronted by a set of stars from each nations, including Sam Warburton, Cian Healy, Greg Laidlaw and Owen Farrell – reading an adaptation of the Rudyard Kipling poem ‘If’.

The spot revolves around behind-the-scenes, pre-game footage focusing on just what it means to be part of a rugby team.

The poem’s reworked lyrics are:

‘If you can get yourself psyched in the tunnel
And remember to squeeze the mascot’s hand

If you can stand united on the front line
But still acknowledge your army in the stands

If you can give a rousing team talk
Yet have a wise word in the new boys ear

If you can belt out your national anthem
And be proud to shed a tear

If you can inspire your team from kick-off
And keep their heads up even if you’re 10 points down

If you can flag an opposition’s injury
And ease their cramp when they’re on the ground

If you can thank everyone who got you there
And the fans who come rain, snow (and sometimes sun)

If you can bear hug your enemy
Whether the battle has been lost or won

You’ll know the taste of real victory
And which is more – you’ll be a man my son’

Working with sports agency Essentially, Fast Track created the spot.

The ad’s creatives were Sophie Clark and Fiona Clark, it was directed by Liz Unna and the executive producers were Nick Loader and Chris Chaundler.

The online spot, rolled out ahead of a huge year for international rugby that will culminate with the 2015 Rugby World Cup.

The add includes the campaign hashtag and twitter handles and the campaign aims to drive fans online to explore the brand’s range through http://bit.ly/DMCInfo.

The overall aim of the #ScrumTogether campaign is to champion rugby player dedication through online activity both on YouTube and across other social media platforms featuring the hashtag #scrumtogether and driven by the @dovemen account

It will continue throughout the Autumn Internationals and RBS 6 Nations, culminating in next year’s World Cup in England and will explore and highlight pivotal moments from the players in their careers (and the role of their families , fans and coaches who help them achieve their goals) through game-related, low latency branded content and both interactive competitions and promotions.

The umbrella objective is to celebrate the unifying power of rugby and champion the ‘rugby family’.

Comment

Dove Men+Care is the Official Supplier to the RFU, and Official Partner to the IRFU, WRU and SRU.

‘Over the last few weeks specifically, we are delighted to have worked with some of the most respected and talented names from those teams to deliver a video that captures and heroes the values of the game with which we are so proud to associate,’ explains Dove Men+Care brand manager Callum Galloway.

‘With a hugely exciting 12 months of rugby ahead, Dove Men+Care are proud to support all four home rugby unions.’

#ScrumTogether follows the brand’s 2013 rugby activation that ranged from ScrumCam (which took fans inside the scrum to show the pain etched across the faces of the Welsh front row and highlight the extreme pressures placed upon the scrummagers’ upper bodies and even their faces),